Everything Everywhere: Upwardly mobile

In 2009, O2 and Vodafone were firmly on top of the UK mobile market, well ahead of Orange and T-Mobile in third and fourth place respectively. Neither Orange nor T-Mobile stood a chance of overtaking the top two players on their own so, in September 2009, their parent companies started talking about a joint venture, a move that was cleared by regulators at the end of March 2010.